The same technologies that deliver pathogen-free foods are the ones that extend shelf life.
The juice business is a case in point. Projects designed to deliver fresh-tasting products with longer code dates were abruptly shoved into the background when four juice recalls occurred in rapid succession in October 1996. Cryptosporidium in apple cider was an eye-opener; more shocking was E. coli 0157 in apple juice manufactured by Odwalla and blamed for a young girl's death. That led to the draconian warning label mandated two years later by FDA for unpasteurized fresh juice.